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Horlicks SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: March 23, 2023Read time:

Here is a detailed SWOT analysis of Horlicks covering strengths, weaknesses, opportunities and threats.

Horlicks Strengths

  1. Horlicks has got a strong backing of parent company GSK Consumer
  2. UK, India, Hong Kong, Australia etc are some places where Horlicks is supplied
  3. Horlicks has many variants i.e. class malt, chocolate, kesar badam, elaichi etc
  4. Strong branding & promotion have increased brand awareness of Horlicks
  5. Excellent distribution network means Horlicks can be purchased from supermarkets, grocery stores etc.
  6. Online presence has encouraged people to buy it
  7. Horlicks has products for growing kids, mothers & women

Above are the strengths in the SWOT Analysis of Horlicks. The strengths of Horlicks looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Horlicks Weaknesses

  1. Limited market share owing to strong competition in the sector
  2. Horlicks is not as widely available globally as compared to its global competitors

These were the weaknesses in the Horlicks SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Horlicks Opportunities

  1. Horlicks can increase its presence in Europe & Americas
  2. Different packaging styles can help increase sales of Horlicks
  3. Diversifying into health snacks can also help the brand catch the market

Above we covered the opportunities in Horlicks SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Horlicks

Horlicks Threats

  1. Intense competition can reduce market share of the brand
  2. Alternate health drinks can decrease the sales of Horlicks in the future

The threats in the SWOT Analysis of Horlicks are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Horlicks SWOT analysis.

About Horlicks

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Horlicks Overview
Parent Company

GlaxoSmithKline Consumer Healthcare


Energy Drink


Food & Beverages

Tagline/ Slogan

Taller, stronger, sharper; Everyday growth everyday Horlicks; The Great Family Nourisher


Horlicks is available for toddlers, growing kids, women and mothers

Horlicks STP

People looking for a healthy drink with milk

Target Market

Urban kids and families from the middle & upper class


Malted milk hot drink

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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